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An ethnographic study of the re-conceptualization of opinion leadership via Twitter amongst Egyptian revolutionaries in the post-Jan25 revolution era

AbdAlmotagally, Hend AbdAlrahman

Abstract:

This study applied the two-step-flow-of-information model within an ethnographic approach to explore the two-step-flow of information model for re-conceptualizing opinion leadership via Twitter in the post-Jan25 revolution era. The study is inspired by the 25th of January revolution that shacked many of the taken-for-granted thoughts and perceptions.
The study belongs to the new trend in media-audience studies claiming that with media convergence, 'the user is the tool,' and 'the sender becomes the message.' The data collection tools are (a) seven months of participant-observation conducted on a purposive sample of approximately 400 Egyptian tweeps, (b) online semi-structured interviews conducted with a purposive sub-sample of eighteen tweeps, and (c) seventy online questionnaires.
Four major concepts were examined; opinion leaders, leaders-followers relationship, linear versus circular flow-of-information, and the role of Twitter in the
flow-of-information in post-Jan25 revolution era. Analysis found that Twitter is
distinguished for its users' characteristics more than its technological features. Within Twitter, there are more of opinion-organizers, recommenders, analyzers, more than leaders.
Data imply that traditional media outstanding position in the flow-of-information
model is challenged; it needs to go beyond having an online URL,
Facebook page, or Twitter account, to upgrade its old rules and regulations, and the mentality guiding its performance, as well as to focus more on service and
informational roles than publicity and manipulation. Indications suggest that Egyptian tweeps have a mutually equal leader-follower relationship.

Advisor:Hamdy, Naila , ElBaradei, Laila , Fox, Kim

Department:American University in Cairo. Dept. of Journalism and Mass Communication

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This item appears in the following Collection(s)

Egyptian and Arab Revolution Scholarship [137]This collection includes papers, presentations, and research findings related to the January 25th Revolution and Arab Spring authored by AUC faculty and students.

Theses and Dissertations [1725]This collection includes theses and dissertations authored by American University in Cairo graduate students.